Investigating the effect of packaging design on persuading consumers

Azad, Naser; Bandad, Samiyeh; Hozouri, Somayeh

doi:10.5267/j.uscm.2013.12.003

Cited by 4 publications

(2 citation statements)

References 7 publications

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“…The design and configuration of the packaging has a direct impact on the consumer s shopping experience. Through form, texture, objects, colour and intensities, packaging can stand out and serve as a tool to attract the consumer's attention [40][41][42].…”

Section: Consumer Behaviourmentioning

confidence: 99%

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

et al. 2021

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Manufacturing engineering is responsible for the design, development and improvement of production systems that convert raw materials into finished products. Each product is designed to be sold to numerous potential consumers, so the importance of the stimuli surrounding the product in packaging, and at the point of sale, cannot be underestimated. The environmental, social, and ethical commitments of industrial design (and their implications in manufacturing) are establishing universal principles in a common effort to foster a more harmonious and sustainable society. This work aims to analyse, through eye tracking biometric techniques, the level of saturation of information generated by the concentration of stimuli in packaging and the retail channel, possibly creating a lower level of attention towards the product itself. This research confirms that every product associated with a manufacturing process seeks to respond to a need, so the associated responsibility is significant. This would suggest that designers incorporate knowledge from multiple fields, including marketing strategies, design, research and development, basic knowledge related to production, integration management and communication skills. More than 50% of consumer attention is dedicated to other elements/items that accompany the product, so it is important to consider this in the design phase. The results can be used to improve efficiency in both generating product attention, and stimulus design for the purchasing process.

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Section: Consumer Behaviourmentioning

confidence: 99%

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

et al. 2021

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show abstract

“…The packaging in the promotion of the product refers to the visual language, whose components are established based on chromatic, photographic, typographic and morphological codes ( Azad et al, 2014 ). Thus, it also uses visual grammar as a way of organizing signifiers and meanings ( Zhang et al, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Neuromarketing Applied to Educational Toy Packaging

2020

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This research work comes in response to the question of which aspects are more relevant for consumers when purchasing educational toys as opposed to other toys that are focused solely on leisure. This empirical research focuses on an educational toy distributed in Spain by the Educa brand (Conector family, reference "I learn English"), which is the product best-selling product of its brand in this area, and analyses how consumers make decisions concerning this product in relation to other products designed by competitors. The research looks into customer reactions while looking at these products, measuring brain activity generated by different aspects of product design and its influence on choice. The aim of the present study was to propose a model that optimizes the design of educational toy packaging. Through the use of neuromarketing techniques-attention through eye tracking, and emotion using galvanic skin response-as well as qualitative research techniques, the objective of this research is to determine the motivations in the processes of buying educational toys. The packaging design elements analyzed are brand, product family, toy name, recommended age, game image, number of questions/topics, and additional texts. The results suggest that the most important elements are the graphic details of the packaging, obtaining a perception of a higher educational level as more questions are addressed by the game. The simultaneous combination of qualitative techniques monitored with galvanic skin response (neuro-qualitative study) allows additional conclusions to be aligned with the end user of the product, including a prominent social component when the product is purchased as a gift for a third party.

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Productos racionales versus emocionales en categoría alimentación Eco. Un estudio de envases mediante neuromarketing

Carrillo-González,

Parra-Meroño,

Juárez-Varón

et al. 2024

epsir

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Introducción: la sociedad está cambiando en valores y consumo, con un mayor énfasis en la salud. Los consumidores buscan alimentos saludables y sostenibles, como productos ecológicos, que respeten el medio ambiente y su bienestar. Este trabajo investiga cómo interactúan los consumidores con el packaging. Metodología: experimento a un grupo de 30 jóvenes, a través de herramientas de neuromarketing (Eye Tracking y EEG), para comprobar si existen diferencias en las áreas de interés del packaging en alimentos Eco, funcionales (leche) versus emocionales (chocolate). Resultados: el Eye Tracking indica que los individuos enfocan su atención fundamentalmente en las características Eco de ambos productos. Permanecen más tiempo y visualizan más veces el contenido Eco del producto emocional y consideran la marca prescindible en ambos productos. El EEG muestra mayor rendimiento cerebral al manipular los productos y mayor conexión emocional que al verlos en pantalla. Discusión y conclusiones: para los registros realizados con la biometría EEG, los valores son mayores para el producto emocional, por lo que hay una mejor percepción del envase Eco del chocolate frente al envase Eco de la leche (a nivel emocional) cuando manipulan el producto, que con el Eye Tracking.

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Investigating the effect of packaging design on persuading consumers

Cited by 4 publications

References 7 publications

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

Aspects of Industrial Design and Their Implications for Society. Case Studies on the Influence of Packaging Design and Placement at the Point of Sale

Neuromarketing Applied to Educational Toy Packaging

Productos racionales versus emocionales en categoría alimentación Eco. Un estudio de envases mediante neuromarketing

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